Fitness Industry Enters a New Era of Strength, Science, and Innovation
The fitness and wellness landscape continues to evolve at a rapid pace, driven by groundbreaking research, executive insight, and innovation across brands and technology. This week’s collection of fitness industry news spotlights the pivotal shifts transforming how professionals, operators, and consumers engage with health and movement — from the rise of GLP-1 medications to the latest thought leadership from Beyond Activ 2025 and new collaborations reshaping the global activewear and wellness market.
GLP-1s Redefine the Role of Fitness Professionals, NASM Survey Reveals
The rise of weight loss medications is transforming the fitness industry, ushering in a new era that challenges traditional goals and reshapes how professionals approach client success. A new survey from the National Academy of Sports Medicine (NASM) highlights just how deeply these changes are being felt among trainers, coaches, and gym operators across the country.
In NASM’s survey of nearly 500 certified professionals, 68% reported that the growing use of GLP-1 and other weight loss medications is permanently changing their role. The industry’s focus is shifting away from calorie-burning and scale-based achievements to priorities such as muscle preservation, functional strength, and sustainable health.
“This is a wake-up call for the fitness industry,” said Mike Fantigrassi, Head of Product at NASM. “The conversation is no longer just about the number on the scale; it's about the quality of the weight being lost.”
The findings reveal both challenges and opportunities. Nearly half of respondents (46%) see longevity and strength training as the next major growth area for fitness, while 41% view the rise of weight loss medications as one of the industry’s most significant hurdles—second only to the rise of artificial intelligence.
According to the survey, 60% of fitness professionals are now working with clients who use weight loss medications. These clients differ from traditional gym-goers, focusing less on rapid weight loss and more on maintaining lean tissue, improving energy levels, and adopting movement habits they can sustain for life.
However, the rapid body composition changes that accompany medication use are sparking new concerns. Sixty percent of medicated clients fear muscle loss, and half of trainers say they have observed noticeable declines in strength and tone. Trainers report that some clients appear “smaller but softer,” reflecting quick fat loss alongside diminished muscle mass.
To meet these emerging needs, fitness professionals are evolving their programming. Many are emphasizing resistance training, protein optimization, and recovery, while fitness studios are introducing classes that highlight mobility, stability, and joint health over high-intensity calorie expenditure.
The shift is also fostering collaboration across sectors. Seventy-four percent of professionals expect to work more closely with healthcare providers as medication use expands. This growing partnership between the fitness and medical communities is seen as essential for safe, holistic client care.
Fantigrassi noted that the shift requires a new skill set and mindset for trainers. “Clients are coming to our professionals with a new, urgent fear: ‘Am I losing essential muscle mass?’ This challenge goes beyond physical training and enters the realm of behavioral change and holistic health.”
In response, NASM is expanding its education programs to help professionals navigate the new landscape responsibly. The organization’s Understanding Weight Loss Medications course offers science-backed strategies for guiding medicated clients effectively and safely.
NASM also highlights its Certified Wellness Coach and Nutrition Coach programs as critical tools for fitness professionals who want to address the psychological, behavioral, and nutritional aspects of weight management.
“It also underscores the vital role of our Certified Wellness Coaches and Nutrition Coaches, who are uniquely equipped to guide clients on the mental, habitual, and nutritional aspects of this profound lifestyle change,” Fantigrassi said.
As more clients achieve dramatic transformations through medication, the fitness industry is rethinking what progress truly means. The focus is no longer on how much weight is lost—but how much strength and health are preserved.
The NASM survey makes one thing clear: the future of fitness lies in collaboration, education, and a holistic view of well-being that values quality over quantity.
Executive Insights Take Center Stage at Beyond Activ 2025
The ATFW Podcast has released a special edition episode, Executive Fitness Insights from Beyond Activ 2025, marking the first in its new Soundbite Session series. Recorded live in Dallas, the episode captures concise, impactful perspectives driving today’s fitness and wellness conversations.
The session features insights from Adam Zeitsiff, CEO of Dominique Dawes Gymnastics & Ninja Academy; Bryan O’Rourke, seasoned CEO and Board Director; and Chris Craytor, CEO of ACAC Fitness & Wellness Centers and WELLD Health. Together, they share their views on the major themes shaping the industry and what fitness leaders should prepare for in the months ahead.
Topics include the adoption of AI in fitness businesses, exploring real-world applications versus hype; why some operators will succeed while others struggle to adapt; and the challenges faced by overvalued companies in a market still finding equilibrium. The discussion also addresses evolving consumer demands and member behaviors, emphasizing the need for strategic agility and a forward-thinking leadership mindset.
In a lighter moment, the guests take on a creative question — if the fitness industry were a cinematic this year, what would its title be? The responses offer a refreshing and playful look at an industry defined by change and innovation.
These fast-paced, insight-driven soundbites are designed to deliver both practical takeaways for executives and a broader view of where fitness and wellness are headed. This episode marks just the beginning, as ATFW continues to roll out additional Soundbite Sessions from Beyond Activ, spotlighting the leaders and decision-makers shaping the future of the global fitness industry.
This Week in Fitness
The latest episode of This Week in Fitness delivers a rapid roundup of the most important headlines shaping the global fitness, wellness, and activewear industries. Hosted by Krissy Vann, the show condenses major developments into five minutes of enterprise-level insights for professionals and enthusiasts alike.
This week’s coverage spans strategic moves, leadership shifts, and innovation across the sector. Xponential Fitness announced the divestiture of Lindora to Next Health, allowing Xponential to sharpen its portfolio while Lindora franchisees benefit from expanded longevity-focused support. Mindbody released its 2025 State of the Industry Report, revealing that 72% of operators remain optimistic, with AI adoption fueling business growth and new revenue opportunities.
In brand news, Frame Fitness named global performer Dua Lipa as Co-Founder and Chief Creative Officer, signaling ambitious plans to scale the reformer Pilates brand. Russell Wilson and Ciara unveiled The Pack, a combat-inspired group fitness concept developed in partnership with Rumble’s co-founders and set to debut in New York City.
The activewear space saw a major collaboration as Nike and Skims launched a new performance line with Kim Kardashian and elite athletes, expanding both brands’ reach into women’s activewear. Meanwhile, WHOOP introduced Advanced Labs, integrating testing from Quest Diagnostics to give users direct access to biomarker tracking.
On the technology front, EoS Fitness rolled out EGYM Genius, an AI-driven software system designed to personalize workout programming across its clubs. Pause Studio also announced its expansion with Aescape, deploying AI-powered massage tables in new markets following a successful pilot.
Each headline underscores how innovation, celebrity influence, and strategic collaboration continue to redefine fitness and wellness on a global scale. This Week in Fitness keeps industry leaders informed, inspired, and ahead of the curve — all in under five minutes.
A New Era of Strength, Science, and Strategy
As the year progresses, the fitness sector continues to demonstrate resilience, creativity, and a commitment to progress. From groundbreaking surveys and thought leadership to brand collaborations and AI innovation, the themes emerging across this week’s stories reflect a rapidly advancing global movement toward smarter, more connected wellness experiences.
These developments underscore the importance of staying informed and adaptable as the market evolves — and with resources like All Things Fitness and Wellness leading the way, professionals have unprecedented access to the insights shaping tomorrow’s fitness landscape. For those tracking fitness news, 2025 is already proving to be a year of transformation, collaboration, and opportunity.
